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The Branding Dilemma

Phil Huntsinger

We will be releasing our fully machined SE razor this summer and we were planning on releasing it under the brand name of Rx razor works with the motto, "Your prescription to a better shave".  I thought it was pretty clever but unfortunately, there was already a brand out there with a similar name. Worse yet, they used the same motto for one of their shaving creams. I had never heard of the other brand before but, it has been around since 1979. So...back to the drawing board.

We already have the brand Asylum Brush Works and thought it would be a good idea to release the razor under the Asylum name. However, since it is a razor and not a brush, Asylum Brush Works might be a little confusing. After tossing a few ideas around, we thought perhaps Asylum Shave Shop or Asylum Shaving Supplies would be good. It is funny how you sometimes do not see the obvious until you take a step back. Upon taking a second look, we thought perhaps the acronym would be unfortunate. 

The 3rd time is the charm! The Rx razor will be released under the brand name Asylum Shave Works. Please let us know what you think of the new logo.


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  • Christopher Kavanaugh on

    The broad meaning of Asylum denotes a ‘refuge’ ie place of safety. The book and movie questioned who in fact maintained their humanity in a facility bereft of same.

  • JD on

    That’s incredible, I don’t know how I could have ever overlooked that. Makes things a lot more interesting now that I understand. Thanks for sharing, Phil!

  • Phil Huntsinger on

    BullGoose was a term used in the book (and movie) One Flew Over the Cuckoos Nest. Asylum is sort of a spin off of this theme. In fact, many of the brush names that I have used (Lord Randal, Scanlon, Cheswick etc) are based on characters from the book.

  • JD on

    Hi, I am a big fan of your products and respect your services. But I have always wanted to ask the following about your brand.

    Why are you using ‘Asylum’ as a brand name? I just don’t really understand it’s significance or what it’s supposed to convey. It kind of feels stigmatizing, like it’s portraying the idea that traditional wet shaving is only for the different and crazy people. I mean, obviously I know this isn’t the actual implication, but I could never come up with an answer.

    My other concern is that I don’t see how the doctor/asylum/crazy theme even fits with BullGoose as a company. What is the relationship or how does it fit together? A poor analogy might be a lawn care company (mowing, hedging, trimming, etc) that offers all of these services but names them after musical instruments.

    Again, I love your site and hope you don’t find this comment offensive. I just really have always been curious so I would be very interested in hearing the concept and ideas behind the name. Anyways, thanks for listening to my random thoughts and have a great day!

  • Phil Huntsinger on

    Thank you Todd! We are getting close. I hope to have the Stainless Steel prototypes in about two weeks. I am really happy with how the logo turned out.

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